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How did iGaming brands get to Formula 1?
F1 is now a media machine where you want to fit in
If you accidentally turn on the Grand Prix on Sunday, the logos of familiar iGaming brands are already in the frame: on cars, on overalls, and for one team ā right in the name. Not surprisingly, the Formula 1 fanbase has grown by almost 90 million over the year and approached 826.5 million people. China is back in the ranks and gave +39% of fans; noticeable growth was also noticeable in Canada (+31.5%) and Argentina (+25.5%). That is, the audience is not just large ā it is geographically "new" and hot.
Young people also got it. According to a global fan survey by F1 and the Motorsport Network, 61% of fans interact with content on a daily basis, 90% say they are emotionally involved in the outcome of races (yes, "reloading bets" is somewhere nearby), and Gen Z is becoming more noticeable in the general mass.
Why is iGaming here? Because F1 is a VIP venue, not just a sport
Offline, 400K+ viewers arrive at the stages, and brands sign multi-year deals ā because it's not just a logo on the boards, it's access to VIP boxes, networking, and an "admission card" to heavy regulated markets. In 2024, Stake became the title partner of Sauber's team - officially the Stake F1 Team Kick Sauber for the 2024-2025 seasons.
In 2025, Williams Racing entered into a partnership with Super Group (the parent of Betway and JackpotCity) - a logo on the livery and drivers' uniforms. There's a whole bunch of press releases, from Williams itself to industry media.
And something that hooked me even earlier: in November 2023, Play'n GO entered Haas (multi-year, activation already at the Las Vegas Grand Prix). Prices were not officially announced, but in an interview the "range" was confirmed as "in general in that direction" - we are talking about large numbers; This does not change the essence: the goal is to influence the United States and global recognition.
Regulatory "attraction": how to be where gambling is strangled
Living well isn't against the law... Although some regulators are trying. At the recent Dutch Grand Prix, KSA reminded that there was no visible gambling advertising on the track, so the Sauber team performed without "Stake" in the name ā under the Kick umbrella brand. This is not a joke, but a normal compliance scheme: the official name of Stake F1 Team Kick Sauber allows you to flexibly rearrange the nameplates for local laws.
That is why the F1 level of partnerships is needed: it "normalizes" the brand in the eyes of markets where the entry threshold is high, and the attention of regulators is round-the-clock.
What brands get (except for beautiful photos from the paddock)
āļø A fresh young audience. F1 adds hundreds of millions of viewers from rapidly growing markets (China/Canada/Argentina), and some of them are Gen Z, which lives online and "thinks with content". Long-term trend ā F1 is not just holding interest, but increasing it.
āļø Trust and "normalization". Anyone is not allowed into elite sports. The very fact of being placed on cars is a public "compliance check" and a signal for regulated jurisdictions and partners: we are not a gray garage.
āļø B2B image and access. VIP lounges, closed events, acquaintance with the investment community, plus a beautiful case for regulators. For studios of the Play'n GO level, this is no longer a "banner", but part of the go-to-market in the USA and beyond.
But there are enough nuances
The rules of the countries diverge: somewhere soft branding is allowed, somewhere any mention of gambling is harshly cut - up to a temporary change in the name of the team. Teams and sponsors have to play the regulatory "Tetris" and quickly "reglue the nameplates", as was the case with Stake/Kick.
Total
F1 has become a luxury media showcase with insane reach and an emotionally charged fanbase. For iGaming brands, this is a ticket to the VIP hall with young viewers, overreach, and legitimization. Yes, you will have to put up with the quirks of regulators and keep a plan "B" for branding at hand, but the bet looks logical: expensive, but long and noticeable.
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